Exclusive | On 'Shuruaat Yahin Se' campaign: MAX's Gaurav Seth

MSM's Hindi movie channel Max, recently announced its new brand campaign. The campaign revolves around the universal theme that ‘life imitates art and art imitates life’.

 

The basic theme of the campaign is ‘Shuruaat Yahin Se’ which stresses the importance of new beginnings in the lives of individuals especially through movies seen on Max. The ‘Shuruaat Yahin Se’ campaign will showcase 3 short films based on the unique theme. The campaign has been created and conceptualized by JWT, the creative agency for MAX. The campaign highlights how certain movies that audiences watch on MAX change and kick start their life for the better.

 

Along with the brand campaign, Max is also gearing up for an all new packaging for the channel which reflects the rich aesthetics of Hindi Cinema and captures its colours and warmth in an energetic, vibrant and clutter breaking style.

 

Speaking on MAX’s new initiatives, Neeraj Vyas, Executive Vice President and Business Head, MAX said, "MAX’s new brand campaign and packaging beautifully incorporates the channel’s brand values. ‘Shuruaat Yahin Se’ aptly brings alive the central communication theme that, MAX gives its viewers the power to change their life for the better by showcasing the best of inspiring& thought provoking Hindi Cinema. We guarantee a string of enchanting films which are stirring and motivating for our viewers. I am sure we will be successful in further engaging loyal viewers while bringing in new audiences.”

 

Max has always been intrinsic towards the world of Hindi cinema with its Deewana Bana De passion. The rebranding process is directed towards taking the brand one step ahead and capturing another peak in the Hindi cinema domain.

 

A lot of research has been done for the rebranding initiative. Shedding light on it, Gaurav Seth- Senior VP and Marketing Head, Max, said, “We are a movie crazy nation. Hindi cinema inspires us in a way that nothing else does. Be it passion, or lifestyle or etiquette or even base of values like honor, integrity and dignity is shaped by cinema. If this is true, then life is about new beginnings and a large portion of that can be attributed to the inspiration given by Hindi cinema and therefore Max.  So we started Shuruaat Yahi Se which inspires people to do new things and begin new lives when they watch Max.

 

Shuruaat Yahi Se in its essence talks about beginnings, asserting the fact that at any point, you can start anew and therefore when the average Indian is exposed to Hindi cinema through Max, he is inspired to do something new with his life and is inspired to take his life forward in a positive direction encouraging the thought that when you watch Max, new beginnings are inspired.

 

“Shuruaat Yahin Se” reflects the brand positioning of Max and of the category which Max occupies.

 

As a part of the advertising campaign, two television commercials have been released and the third one is slated for release later in the week. Max will also be holding on- ground activation activities integrating media such as radio and digital.

 

Elaborating on the idea for the advertising campaign, Gaurav said, “We are inclined that our lives are fashioned and shaped by Hindi cinema in ways, either small or large. Whatever inspires us to be stronger, bolder, honest and all the values that we feel are missing in society today, Hindi cinema mirrors that and the defeat of good over evil. That is what has been mirrored in our campaign and what we see Hindi cinema providing as a medium to the viewers today.”

 

Another vital part of the rebranding initiative is the refreshed channel identity with new packaging and new color. The viewers will be treated to a brand new Max in that way.

 

Programming wise, Max has a lot in store for its viewers.  Gaurav Seth said, “The effort is to put a new Max out there; keeping with the changing times and future. Max has been in existence for 12 years. It has shaped the way the category has grown and we have been leaders for a long period of time. Ours will be a well brought out strategy which will be in sync with our own growth curve and where we find ourselves as a brand and as a product. We are here to provide a value driven experience for the consumer.”

 

The new packaging is vastly different from anything that Max has done in the past. The colours that have been used for the same are very vibrant, modern, youthful and most importantly indicative of the direction Max intends to take.

 

The music for the campaign has been provided by the musical duo Salim-Sulaiman.It captures the essence of Hindi cinema and music through the ages yet giving it a modern and contemporary touch.

 

Charlieco, a LA based agency has brought about this new look and feel to MAX, drawing from its rich experience of having worked with many international media brands.

 

The effort is to put a new Max out there; keeping with the changing times and future. “The content will change, the presentation and packaging will change, and the format will be customized to what a Hindi movie viewer will watch, said Gaurav.”